Service marketing mix Decisions on selecting a rice mill for selling paddy by farmers in Mueang District Chainat Province

Abstract

The objectives of this research aimed 1) to examine marketing mix and the decision of selecting a rice mill for selling paddy rice of farmers in Mueang District Chainat Province 2) To compare the decision choosing a rice mill classify by the characteristics of farmers 3) To study the marketing mix that affects the decision choosing a rice mill. The sample group consisted of 385 farmers. The instrument to collect data was a questionnaire and statistics used to analyze the data, including mean, standard deviation, t-test, one-way variance and multiple regression analysis.The results of the research found that 1) 7P's marketing mix in overall and each aspect obtained the highest average level. 2) The farmer's decision to choose a rice mill overall, was the highest average level. 3) Farmers with different levels of education, there was a statistically significant difference in the decision to choose a rice mill for selling paddy rice of farmers in Mueang District, Chainat Province at 0.05 level. 4) The factors of the marketing mix included products, price, location, personnel, physical residents, and process aspects that affect the decision of farmers to choose a rice mill for selling paddy in Mueang District, Chainat Province has statistical significance at the 0.05 level.